Blogging Basics From Business School

Since Forrester recently announced that the majority of corporate blogs suck in eyes of consumers, it’s pretty amazing to think that even with all the available knowledge and advice on blogging shared by marketers, PR professionals and Web strategists, businesses still don’t get it.

However, having recently finished my first graduate-level marketing class this past semester, I saw a tiny ray of hope contained in my textbook: advice on blogging is slowly infiltrating traditional business school discussions and influencing future decision makers.

While most of the blogging concepts mentioned were extremely broad and incredibly consumer focused (sorry B2B firms, not your time yet), the fact they at least made an appearance was comforting.  Even though I initially expected an entire chapter devoted to social media (note: in my dreams), I had to settle for a little section about blogging under the title “Etiquette Tips for Marketing Professionals.”   Here is a short excerpt.

All companies have Web sites, and a growing number also operate corporate blogs.  Usually written by trusted employees to present a human face to customers, company blogs can serve as useful forums for touting new products, squashing rumors and fielding customer complaints.  But bloggers who write about their companies unofficially, in personal blogs, should be careful about what they say.  Indiscretion has cost more than one outspoken employee a job.  Here are some guidelines for bloggers, especially those who want to write about their workplace, boss or colleagues.

1. Think before you write, and don’t post anything you wouldn’t want to see in the newspaper.
2. Check your facts before you post.
3. Make sure you don’t confuse free speech with irresponsible speech.
4. Ask yourself whether your readers really need to know the content of your post.
5. Don’t post when you’re angry.  You’ll say things you may regret.
6. Don’t respond to reader comments when you’re angry, and never say something you wouldn’t say in person.
7. Never name names.  Even if you use pseudonyms, supporting detail can identify the people you write about, as it did in the case of at least one fired blogger.
8. Avoid pranks and hoaxes; they will misfire.
9. Don’t make the mistake of thinking a negative blog about your firm or industry will help your career.  It won’t.
10. Accept that if what you write is negative or controversial, you won’t remain anonymous for long.

It’s not great… but it’s a start.

I think number five can be debated.  Readers want more than just useful information when reading corporate blogs; they want a blogger with passion.  And sometimes when you really love what you do, you get angry.  As long as you’re not conflicting with number three, and posts are constructive versus direct attacks, you should be ok when it comes to taking a stance or voicing an opinion.

When it comes to number seven, I think that falls back to number one.  Don’t post what you wouldn’t want public.  Are you seeing a whole checks and balances trend here?

For the next edition, here are a few basic thoughts I would include:

• Corporate messaging doesn’t have a place in blogging.  Adopt a conversational tone when posting items.
• Focus on creating content that helps your customers, not selling them products.
• Don’t rehash press releases or company announcements.  Produce original content.  That’s what brings readers back.
• Be genuine.  Consumers aren’t expecting to hear all your secrets.  They just don’t want to read “half-truths.”

Maybe this is the ideal method to “catch em’ while they’re young” and persuade future executives to view social media programs (like blogs) as viable communications tools?  I look at it this way: even if they’re not running the program, they could be the one who has the final say on the creation a corporate blog or the direction of the content.

If you could give a few pointers to a future executive who might just be managing a corporate blog in a few years, what would it be?  What basic advice would you give to help them create a blog that doesn’t suck?

photo courtesy of mpclemens

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